Miller Magazine Issue: 144 December 2021

32 MILLER / december 2021 NEWS Cargill’s Feed4Thought survey of 3,008 consumers across three continents uncovered that interest in immune health support increased since the pandemic began and is predicted to continue longer-term. Among participants in Cargill’s recent global Feed4Thought survey, 84% of Chinese, 64% of Amer- ican and 58% of British consumers noted that immune support has become more important to them since the start of the pandemic. Other key findings from consumers surveyed include: Increased understanding of the gut health and im- mune health connection, with most indicating that im- mune system support and gut health are very import- ant to them. More than four in five believe that good gut health can reduce the chance of becoming ill. In the U.S., more than half reported that healthy digestion will be more important to them in the next six months than it was previously. Most will take proactive measures to support their gut and immune health, including taking immune sup- port supplements. 43% of U.S. consumers surveyed said they will take an immune health supplement in the next six months (an 8% increase since the start of the pandemic), while 46% of respondents in China (6% increase) and 33% of U.K. consumers (4% increase) reported they will increase their immune supplement use in coming months. Regional differences identified: While varied by re- gion, the survey consistently found that Chinese con- sumers placed the highest importance on immune system support and gut health. In China, 78% of respondents said immune health support will become more important in the next six months, followed by 58% in America and 46% in the U.K. One in four U.S. and U.K. consumers and 40% of Chinese consumers reported that they began taking an immune supplement during the pandemic. “Consumers are recognizing the benefits of taking action for their immune and gut health to support over- all health and well-being,” said Chuck Warta, president of Cargill Health Technologies. “Our Feed4Thought survey is invaluable for understanding how consumer attitudes about immune and gut health have evolved and how we can better meet their growing demand for immune support supplements.” Demand for products that support the immune system increased